Skype ponders whether Facebook & Twitter are ‘degrading humanity’

Communications giant Skype has launched a controversial attack ad against some of the biggest social media players in the business, asking: “Technology is changing the way people think and operate, but is it also degrading humanity?”

It follows the launch of a $12m marketing campaign which has Facebook and Twitter squarely in its sights, slagging off the former with “Upgrade from a wall post to a first class conversation” and taking a dig at the latter with “140 characters doesn’t equal staying in touch”.

Instead, the implication is, users should embrace Skype as a more visceral communications medium – albeit one that remains conducted through an electronic screen.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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